Science of Emotion and Sensibility (감성과학)

Korean Society for Emotion and Sensibility (한국감성과학회)
권호 표지
DOI QR코드

DOI QR Code

Case Study on AR Technology Use in the Fashion Industry: Focusing on Classification of Use Types

패션산업에서의 AR기술 활용 사례 연구: 활용 유형을 중심으로

  • 손미영 (한국방송통신대학교 생활과학부 )
  • Received : 2024.01.11
  • Accepted : 2024.03.05
  • Published : 2024.03.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study analyzed augmented reality (AR) technology use in the fashion industry by classifying them based on product, wearer, space, purpose, and use. In this study, 76 cases of AR technology use in the fashion industry that were analyzed in domestic and foreign portals (Google, Naver, etc.) and research articles were collected and analyzed. The study found that in AR technology cases, the dimensions of the product, wearer, and space were utilized in various ways, including real, virtual, and their combination. AR technology was used diversely and creatively in design and product development, marketing and publicity, fashion shows, try-ons, online and offline sales and distribution, etc. Through AR technology, the categories of fashion products, concept of fashion shows, try-on methods, marketing and promotional tools, and sales tools are expanded more creatively from the existing framework. For inclusive growth within the fashion industry in the future, the national government, local governments, and large corporations should develop measures in bridging the digital gap, such as the use of AR technology according to technological readiness, capital, and age.

본 연구에서는 최근 패션산업 내에서 등장하였던 AR 사례들을 제품과 착용자, 공간을 기준으로 그리고 활용 목적이나 용도를 기준으로 분류하여 분석하였다. 국내외 포털(구글, 네이버 등) 및 연구논문에서 분석되었던 패션산업 내에서의 AR기술 활용 사례들을 76개를 수집하여 분석하였다. 연구결과는 다음과 같다. 패션산업 내 AR 사례들은 제품 및 착용자, 공간의 측면에서 모두 실제 및 가상, 실제와 가상의 혼합 형태과 다양하게 활용되고 있었다. 활용용도 측면에서도 디자인 및 상품개발, 마케팅 및 홍보, 패션쇼, 시착, 온라인 및 오프라인 판매 및 유통 등을 위해 다양하고 창의적으로 활용되고 있었다. 특히 AR 기술을 통해 패션제품의 범주, 패션쇼의 개념, 시착의 방식, 마케팅과 홍보 툴, 판매 툴 등이 기존의 틀에서 더욱 창의적으로 확장되고 있음을 확인할 수 있었다. 향후 패션산업 내의 포용적 성장을 위해서 기술적 준비도나 자본, 연령 등에 따른 AR기술 활용 등의 디지털 격차를 해소하는데 정부 및 지자체, 대기업 등이 함께 그 방안을 마련해야 한다.

Keywords

References

  1. Azuma, R. T. (1997). A survey of augmented reality. Teleoperators and Virtual Environments, 6(4), 355-385.
  2. Bae, Y. (2022). A study on inclusive growth policy from the perspective of technology innovation: focusing on digital inclusion. Gyeonggi Research Institute Policy Research, 2022-07, 1-101.
  3. Bae, Y. J. (2018). Technology trends and case studies for application of ar coloring in fashion design education. Journal of The Korean Society of Fashion Design, 18(4), 117-129. DOI: 10.18652/2018.18.4.7
  4. Chen, Q., Dai, M., & Park, H. (2019). User experience and satisfaction of augmented reality applications - focused on chinese fashion consumers. Journal of Digital Convergence, 17(10), 159-167. DOI: 10.14400/JDC.2019.17.10.159
  5. Choi, S., Lee, W., Kim, H., Won, J., Lee, J., Lee, Y., & Kim. J. (2017). The effects of virtual competitors on ar (augmented reality) home training system: Focusing on immersion, perceived competition, and learning motivation. Science of Emotion & Sensibility, 20(3), 119-130. DOI: 10.14695/KJSOS.2017.20.3.119
  6. Fisher, T. (2018, December 19). What Is augmented reality?. Lifewire. Retrieved October 09, 2019, from https://www.lifewire.com/augmented-reality-ar-definition-4155104
  7. Jang, S. (2019). Designing augmented spatial experiences of architectural heritage: Information modeling for intelligent content service platform (Unpublished doctoral dissertation). Sungkyunkwan University, Seoul, Republic of Korea. Retrieved from http://www.riss.kr/
  8. Jeon, H. (2017). Domestic and overseas AR/VR industry status and implications (국내외 AR/VR 산업 현황 및 시사점). Hyundai Research Institute VIP Report, 17(14), 1-16.
  9. Jhee, S. Y., & Han, S. L. (2022). The effect of mz generation's experiential value for mobile ar virtual fitting service on emotional response, brand image and behavioral intention. Journal of Consumer Studies, 33(6), 85-105. DOI: 10.35736/JCS.33.6.5
  10. Hur, H. J., & Lee, H. K. (2021). Augmented reality (AR) fashion shopping service acceptance based on consumers' technology readiness. Fashion & Textile Research Journal, 23(3), 347-357.
  11. Hwang, J. (2019). The future of retail business, Seoul: Influentia.
  12. Kang, T., Lee, D., & Kim, J. (2020). Production of digital fashion contents based on augmented reality using CLO 3D and Vuforia. Journal of the Korea Computer Graphics Society, 26(3), 21-29. DOI: 10.15701/kcgs.2020.26.3.21
  13. Kim, E. Y., Wu, Y. F., & Hwang, Y. M. (2022). The dimensionality of perceived augmented reality technological attributes (ARTA) in using the virtual fitting system: Testing hierarchical factor structural models. Korean Journal of Human Ecology, 31(6), 753-768, DOI: 10.5934/kjhe.2022.31.6.753
  14. Kim, H., Park, J., Kim, Y., & Choi, J. (2020). The effect of augmented reality-based fashion product application on intention to use. Journal of Information Technology Services, 19(1), 89-102. DOI: 10.9716/KITS.2020.19.1.089
  15. Kim, Y. (2020, November). Case study of augmented reality to practical use for generation area. In Proceeding of 2020 Autumn Conference of Korean Energy Society, 176.
  16. Kong, H., & Han, K. (2019). The influence of food image presentation on purchase intention with the use of augmented reality: The mediation effect of user engagement. Science of Emotion & Sensibility, 22(3), 65-76. DOI: 10.14695/KJSOS.2018.22.3.65
  17. Kwon, H., & Lee, J. (2020). A study on the application of retail tech for customer experience: Focused on offline fashion stores. Journal of the Korea Institute of the Spatial Design, 15(8), 199-212.
  18. Lee, H. (2020). The influence of augmented reality fashion mobile applications on users' intention to purchase fashion items - based on the UTAUT - (Unpublished doctoral dissertation). Kyungbook National University, Daegu, Republic of Korea. Retrieved from http://www.riss.kr/
  19. Lee, H., & Ku, Y. (2020). Classification and characteristics of augmented reality contents of fashion brands. Fashion & Textile Research Journal, 22(3), 310-322. DOI: 10.5805/SFTI.2020.22.3.310
  20. Lee, H. K., & Hur, H. J. (2022). The effect of experiential value of ar fashion platform on platform preference. Journal of the Korean Society of Clothing and Textiles, 46(6), 987-1003. DOI: 10.5850/JKSCT.2022.46.6.987
  21. Lee, K. J. (2021). A study on fashion design in application of ar technology as an attempt to expand the expression space of assemblage: Based on the geometric analysis of the forms of the human body(Unpublished doctoral dissertation). Ewha Womans University, Seoul, Republic of Korea. Retrieved from http://www.riss.kr/
  22. Liu, T. (2022). A study on methods and effects of visual expression using the AR.VR techniques - focused on the mobile shopping platforms - (Unpublished doctoral dissertation). Wonkwang University, Jeonbuk, Republic of Korea. Retrieved from http://www.riss.kr/
  23. Milgram, P., & Kishino, F. (1994). A taxonomy of mixed reality visual displays. Ieice Transactions on Information and Systems, 77(12), 1321-1329.
  24. Nam, Y. (2021). Small business digital transformation status and step-by-step implementation strategy (소상공인 디지털 전환 현황 및 단계별 추진전략). SMEs Focus, 21(11), 1-18.
  25. Park, H. (2019). A study on the consumer use effect of ar fashion retail technology: moderating effect of technology readiness. Fashion & Textile Research Journal, 21(6), 730-742.
  26. Shin, D. (2022). Metaverse and its future (메타버스와 그 미래). The Journal of the Korean Institute of Communication Sciences, 39(4), 55-60.
  27. Shin, H. (2022). Characteristics of application of augmented reality technology according to the digital transformation in the fashion industry. The Journal of the Convergence on Culture Technology, 8(1), 597-603. DOI: 10.17703/JCCT.2022.8.1.597
  28. Yang, H. (2022). The effects of augmented reality technology in fashion stores on flow and usage intention. Journal of the Korean Society of Costume, 72(1), 51-68. DOI: 10.7233/jksc.2022.72.1.051
  29. Yoo, S., & Jung, M. (2019). The effects of in-store augmented reality virtual fitting digital signage on shoppers: Focusing on VMD production components and types of advertised product. The Korean Journal of Advertising and Public Relations, 21(4), 135-167, DOI: 10.16914/kjapr.2019.21.4.135